MATRIX NO: 2010132513
DATE: 13TH SEPTEMBER 2013
THE IMPACT OF SERVICE QUALITY ON CUSTOMER SATISFACTION IN AUTO BAVARIA, GLENMARIE: AN EMPIRCAL STUDY THROUGH SERVQUAL
This research aims to investigate the relationship between the service quality and customer satisfaction in Auto Bavaria Glenmarie by using SERVQUAL analysis. It also aims to examine the influence and effect of applying quality service towards customer satisfaction and to identify which of the five (5) dimensions of SERVQUAL has the greatest influence on customers’ satisfaction. The five dimensions of SERVQUAL, which are tangibles, reliability, responsiveness, assurance, and empathy, are the identified …show more content…
1.2 Background of Company
1.2.1 Auto Bavaria
Auto Bavaria is the largest retail and service organization of BMW, MINI Cooper and Motorrad (Motorcycle, Scooter & Superbike) in Malaysia. This is one of the famous brands of Sime Darby Motor Division Sdn Bhd. Establish in 1988; Auto Bavaria’s organization comprises of fully trained technicians and employees and has a wide range of parts and accessories together with a comprehensive range of equipment that only an authorized BMW dealer can provide. In order to give a good performance whether among the staff or the customer, Auto Bavaria use centralized online system at all Auto Bavaria branches, thus it helps to link online the customer’s service history with more efficient.
Over the years, Auto Bavaria has successfully built BMW into one of the most desirable luxury automotive brands in the country. Today, Auto Bavaria’s nationwide network infrastructure comprises five branches, namely Glenmarie, Sungai Besi, Kuala Lumpur, Penang and Johor Bahru. Auto Bavaria Glenmarie and Penang also houses the BMW Motorrad and MINI Cooper showroom. In addition, our BMW Premium Selection centre is in Glenmarie and Kuala Lumpur. Auto Bavaria has the competitive advantage